Content Marketing & Public Relations

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1 Content Marketing & Public Relations Optimize & Persuade Your Audience to OptimizeBook.com TopRankMarketing.com

2 About TopRankMarketing.com Consulting Speaking Media

3 @TopRank = Content Marketers Book White Papers Articles Guides Webinars Guest Posts Events Website TopRankBlog.com Press Releases Google+ Twitter Facebook YouTube Flickr LinkedIn Slideshare

4 Who Cares About Content?

5 Cares About Content Source: Search Engine Land 3/11 Google s POV on Quality Content:

6 So Do Customers 53% Of time on the internet is content consumption. AOL Nielsen 5/11 U.S.: 27 million shared per day AOL Nielsen 5/11

7 Social Rising, Search Dominates Interactive: $76.6 Billion by % is Search Marketing 6% is Social Media

8

9 Online Dominates News Media

10 Convergence Search Social Content Marketing Public Relations

11 Source: Content Marketing Institute and MarketingProfs

12 Social Media Marketing Impact Source: SME 2012 Social Media Marketing Industry Report

13 Goals for PR? Shonali Says Increase Exposure Educate Audiences Improve Positioning Increase Mind Share Increase Sales Obtain Members Raise Awareness for Mission Source: Shonali Burke From WTF to KPI: Measuring the Value of PR

14 Search Attracts Awareness Web Pages Ads

15 Search + Social = Attract & Engage

16 Google sites handle 88 billion searches per month worldwide At any given time there are different versions of Google s core algorithm in the wild *Google Inside Search Source: comscore What are you optimizing for?

17 Google+ Should Google Dominate Your Marketing? Dominates Search

18 Maybe So, But Why not focus optimization on: Audiences Experiences Outcomes Optimizing for audiences, experiences & outcomes transcends Google, Social or Content.

19 Shift Content Marketing Trilogy Consume Share Discover

20 Digital Discovery, Consumption 75% of Americans own a laptop or desktop 44% own a smart phone 51% use for news 18% own a tablet device 56% use for news 23% use multiple devices Where are your customers? Source: Pew Excellence in Journalism 2012

21 Understand Your Audience What are they interested in? Where do they look for it? How do they prefer to consume that content? What formats and media do they like most? Why do they share & buy?

22 Shift Audience Focused Optimization Audience Discover Consume Share/Act Optimize Attract Interests Needs Pain Points Search Social Engage Content Media Social Device Inspire Share Buy Refer

23 Optimized & Socialized Framework Awareness > Interest > Consideration > Purchase Research Customer Segments Keywords Topics Message Content & Promotion Plan Optimize Socialize Promote Preferences Pain Points Behaviors Search & Social Data Sources Topics, SEO Calendar, Repurpose Social & SEO Networking, Link Building

24 Shift Optimizing Robots ZRobot Goals: Increase product awareness Grow networks Increase citations in media & social Increase sales All New Get Mean With Your Clean! ZRobot Dirt Terminator New series of dirt zapping robot. Available May 5, 2012: Small Business Owners Save Money Special Offers Buy Now Pre Order Ninjas Clean Without being seen! Go Shopping Whlle Zrobot cleans for you Automate your cleaning with ZRobot Stressing Out over Dirt? Bring in ZRobot Scientifically Tested On real dirt!

25 Shift Consumer Personas: Goals Carrie Small Biz Owner Low cost cleaning Save on office costs Stan Single Professional Easy cleaning New tech/gadgets Maria Tech Savvy Mom Efficient cleaning Save time

26 Shift Audience & Content Optimization Maria: Tech Savvy Mom Maria Mom Customer Pain Points No time to clean Has small children messy Cannot afford a weekly maid Appreciates value Buying Cycle Awareness Interest Consideration Purchase Retention Advocacy Keywords Social Topics Content Type housekeeping tips robot cleaners, automatic cleaning robot cleaner reviews robot, Zrobot how to buy, Zrobot prices Zrobot cleaning tips Zrobot fans, Zrobot accessories Time Saving Housekeeping, Naptime Cleaning What types of automated cleaners are there? What are the best robot cleaners? Where can I buy a Zrobot? How to get more uses from your Zrobot Zrobot mom user group Q and A, tips Blog post, articles in relevant magazines Demonstration video Product feature/benefit list. Comparison to competitors Store locator, geo-specific store pages, FB fan pages Blog posts, guest posts, video Facebook Fan page, Forum, Zrobot Newsletter

27 Shift Optimized Editorial Plan ZRobot Content Calendar Suzy Business Owner Maria Mom Planned topics Dates Titles Categories Keywords Media Promotion channels Repurpose plans Cross linking

28 Hub & Spoke Publishing

29 Wikipedia Blogs Twitter Facebook YouTube LinkedIn Google+ Source: Text100 Journalist Survey, 2012

30 Hub & Spoke Publishing Enewsletter Industry Pub Videos Blog How to Auto Clean Webinars Microblogging Testimonials Article Buying Guide Case Study

31 Keyword Glossary Competitors Keywords Popularity Categories

32 Editorial Plan

33 Holistic SEO, Social & Content Blogs Topical Focus Search Words Social Topics Social Topics

34 Optimize for Awareness Awareness > Interest > Consideration > Purchase I need a clean office but my budget is small. Robot cleaners? I never thought of that. Blog subheadings are prime for keywords. Breadcrumbs > Are > Beautiful Low Cost Clean! The content of the blog post appeals to the interests of the consumer using language that is search and social media friendly. Tags: Keyword, Word, Key All New Robot Terminator Watch a Demo Video Categories: Robot Cleaning Cleaning Tips Save Time Save Money Efficiency Tips

35 Optimize for Interest Awareness > Interest > Consideration > Purchase Demo Videos: #Optimize Video Tips: Shoot video with promotion channels in mind Host with YouTube, Vimeo Embed video on blog, site Optimize with keywords Promote video via relevant social channels Give the viewer options: Share, Refer, More Info, Purchase

36 Optimize for Consideration Awareness > Interest > Consideration > Purchase Reviews & Product Pages Have you ever heard of ZRobots or robots for cleaning offices? Clean Times Mag Robot Invasion! Top 10 Robot Cleaners for Your Office 1. ZRobot Product descriptions are good for keywords. 2. Roombot Product descriptions are good for keywords. 3. Officebot Product descriptions are good for keywords. 4. Click Clean Product descriptions are good for keywords. 5. Biz Bot #Optimize Reviews Tips: Pitch your product for reviews Monitor for organic reviews Build links to positive reviews Socially share reviews Promote reviews from social Make your own product comparison page

37 Optimize for Purchase Awareness > Interest > Consideration > Purchase Offers, Store Locator Store Locator Special Offer! Optimize for more specific topics: Location Product Outcomes Special Offers Buy Now Go Shopping Whlle Zrobot cleans for you Order Scientifically Tested On real dirt!

38 Grow Networks & Participate Topic B Topic C Topic A Focus Topic D Topic E

39 What Would Your Hub Look Like???????????

40 Social KPIs - Business Outcomes Social SEO KPI s Business Outcomes Fans Friends Followers Comments Likes Google Plusses Links SERPs Search Traffic Tools: Social Media Monitoring Web Analytics Social Media Marketing Management Share of Voice Improve Service Shorter Sales Cycles Increased Order Quantity, Frequency More Referrals Lower Marketing Costs Grow Revenue Improve Profits

41 Test, Evaluate, Adapt. Repeat.

42 Just Say No to Silos To scale, companies need to look beyond social for marketing, PR & service & look at evolving a social business. Marketing Marketing Public Relations Sales Customer Service Customers VS Public Relations Sales Customer Service Customers Community Human Resources Human Resources

43 Takeaways Research your end consumers, understand their goals Map the buy cycle Develop a customer centric approach to editorial Discover search keywords, social topics Grow networks EVERY DAY Set goals, implement, evaluate and adapt

44 Thank You Lee TopRankMarketing.com TopRankBlog.com OptimizeBook.com Deep dive into integrated Social, SEO & Content Marketing

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